Research | MMA / Marketing + Media Alliance

Research

The global pandemic has set off a chain reaction of shocks – from digital surge to brand loyalty shocks. Retail leaders navigating this time of exceptional uncertainly need steady focus to manage current challenges. In the future operating models and capabilities, that allow agility and efficiency to quickly capture pockets of growth, will be more relevant to retailers than ever before.

This report highlights how consumer are growing appetite for tech-forward experience are reshaping retail and why safety and convenience will continue to be critical.  

Released: 
September, 2020
Keywords: 
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Released: 
July, 2020
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To build on MMA’s commitment to science and truth, we studied the cognitive process of advertising in a mobile environment. Read the executive summary to learn more about the research and its findings, as well as the need for a First Second Strategy.

Released: 
March, 2019
Education Section: 
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Released: 
March, 2019
Region: 
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Attention and Cognitive Process in Mobile

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Released: 
March, 2019
Education Section: 
 NEW

This report explores the evolving landscape of Matcha conversations on Vietnamese social media in 2025, where trends, user behaviors, and brand activity reveal both momentum and limitations. With nearly 3.8 million social mentions across multiple platforms within 2 years, matcha has become a daily topic driven largely by users and  online communities rather than brand-led initiatives.

Released: 
November, 2025
Region: 

The Knitwear category has firmly established its dominance in Vietnam's cold-weather social media landscape, particularly driven by Northern demographics. However, the market is currently defined by a significant strategic  ension: consumer demand for quality and durability remains high, while many brands are reliant on deep discounts to drive seasonal volume. This report is structured to decipher this conflict by analyzing dual purchase drivers  functional warmth and emotional gifting) and core consumer material anxiety (such as pilling and shape retention).

 

Released: 
November, 2025
Region: 

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